STRATEGI KOMUNIKASI HUMAS SMK NEGERI 3 SINGARAJA DALAM MEMBANGUN CITRA SEKOLAH

Abstract

School image plays a crucial role in society's assessment of school quality and integrity. Public relations has a very important role in maintaining and strengthening the school's image. The problem formulation of this research is: 1) What is the communication strategy at SMK Negeri 3 Singaraja in building the school's image? 2) What are the driving and inhibiting factors for public relations communication at SMK Negeri 3 Singaraja in building the school's image? and 3) What is the impact of Public Relations communications at SMK Negeri 3 Singaraja in building the school's image. This research uses 3 theories, namely: Communication Theory which is used to dissect the problem formulation regarding the communication strategy of SMK Negeri 3 Singaraja in building the school's image, Symbolic Interaction Theory to dissect the problem formulation regarding the driving and inhibiting factors in building the school's image and the Stimulus Organism Response (S-O-R) Theory. ) to dissect the problem formulation regarding the impact of PR communication in building the school's image. The method used in this research is a descriptive qualitative method with data analysis starting from the data reduction stage, data presentation and drawing conclusions. The research results show that the communication strategies used by Public Relations of SMK Negeri 3 Singaraja include conventional socialization, through social media Instagram, extracurriculars, teacher webinars and through events. The driving factors for implementing a communication strategy are support from internal parties and promotion via social media. The inhibiting factors are many competitors using the same strategy, miscommunication and lack of ideas. The resulting implications are an increase in new registered students, increased visits to Instagram, collaboration with internship providers and increased relationships with alumni.